[Agricultural, Fisheries, and Livestock Newspaper=Reporter Kim Sinji] It has been found that consumers regard freshness as the most important criterion when purchasing milk, rather than price. According to the results of the "Milk Consumption and Consumer Perception Survey" conducted by the Milk Cooperative Fund Management Committee (Chairman Lee Seung-ho) from the 3rd to the 30th of last month on 3,000 consumers nationwide, the percentage of consumers who selected freshness as their number one criterion for purchasing milk was 57.7%. If responses that placed freshness as either the first or second priority are combined, it reaches 75%, significantly surpassing other items. Conversely, the percentage of consumers who considered price as their top priority was only 13.8%. In actual purchasing behavior, the focus remains on freshness-centered consumption.